SAPMAZ, Emel Gazi Üniversitesi - Sosyal Bilimler Enstitüsü - İşletme ABD, Turkey , TOLON, Metehan Gazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey

AS AN INTEGRATED MARKETİNG COMMUNİCATİON TOOL FOR PRODUCT PLACEMENT AND A RESEARCH ON UNİVERSİTY STUDENTS’ ATTİTUDES ABOUT PRODUCT PLACEMENT APPLİCATİONS İN TELEVİSİON PROGRAMS

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Due to todays hightened competition, changes in consumer desires and developments in communication technology, companies are seeking more effective and productive methods for marketing their products and services and seek for alternative channels in order to match up the consumers with their messages. As one of these new mediums product placement which mean to put products in movies, television pragra mmes, music videos, novels and computer games a new and creative way to reach to consumers. Within this research, the general attitudes towards the product placements in television programs were tried to be examined on a sample which is composed of 392 undergraduate students three university in Ankara. Results of the study have shown the positive attitude towards the product placement applications in television programmes. Suggestions related with how should be the imlications of product placement are given to businesses and advertisers.

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Product placement , integrated marketing communication

Journal Of Economics an‎d Administrative Sciences

44